Marketing to Gen Z Students

Clarity Over Cool

Every higher ed marketer wants to “connect with Gen Z.” But that phrase has become a catch-all — a vague aspiration that too often results in TikTok-for-the-sake-of-TikTok or campaigns that try too hard to be clever and end up missing the point.

Here’s the truth: Gen Z doesn’t want marketing that’s trendier. They want marketing that’s real, useful, and honest.

They’re the most digitally fluent, marketing-savvy generation we’ve ever seen. They can sniff out inauthenticity in seconds. They don’t need you to be hip. They need you to be clear about value, about outcomes, and about whether your institution fits their vision for the future.

So What Matters Most to Gen Z Right Now?

1. Transparency Over Taglines

They’re not just asking what you offer.  They’re asking why it matters, who it works for, and what it leads to. Forget polished platitudes. Focus on showing — not just telling — how your programs lead to real outcomes.

2. Personalization Over Generalization

Gen Z expects tailored experiences. They want to feel seen. That means segmentation isn’t optional — it’s foundational. If your email campaign feels like it could go to anyone, it will resonate with no one.

3. Purpose-Driven Messaging

This generation chooses institutions that align with their values. DEI. Sustainability. Civic engagement. Gen Z wants to know what you stand for and whether you live up to it.
Marketing to them means marketing with substance, not spin.

4. Mobile-First Everything

They’re not switching from desktop to mobile.  They’re skipping desktop entirely. Your campaign, content, and call-to-action must be designed for thumb-scrolling, not mouse-clicking.

5. Proof of Value

They’re skeptical and understandably so. They’ve grown up in a world of debt, disruption, and declining trust in institutions. Tuition is not a given. Show ROI. Highlight job outcomes. Use alumni voices and internship stories, not just stats and rankings.

Tactics That Actually Work

• Short-form, vertical video that answers real questions students are asking
  
• Student ambassador content that feels like peer-to-peer advice
  
• Interactive experiences — from quizzes to custom program builders — that make exploration feel intuitive
  
• Smart retargeting that reinforces value and drives re-engagement across platforms
  
• Intent-based SEO and Google campaigns that capture decision-stage behaviors
  

What to Avoid

• Talking at students instead of with them
  
• Forcing your brand voice to sound like a 19-year-old
  
• Leading with features instead of outcomes
  
• Delaying digital transformation in favor of legacy media plans
  

Bottom Line: Clarity Wins

Gen Z doesn’t want to be impressed. They want to be informed. The most successful campaigns we’ve run for colleges and universities don’t try to go viral; they try to be useful, relevant, and easy to act on.

If your marketing helps them understand who you are, what you offer, and why it matters, you’ve already set yourself apart.

Need help translating your value into messaging Gen Z actually cares about?
Let’s talk about how Frankel can help you build smarter strategies, design better campaigns, and connect with the right students — at the right time.

 Reach out to our team today.